OPERATIONS MANAGEMENT AT BURBERRY

Operations Management at Burberry

Operations Management at Burberry

Introduction

Operations Management (OM) is defined as the design, operation and improvement of the systems that create and deliver the firm's primary products and services. A business education is incomplete without an understanding of modern approaches to managing operations. Operations management provides a systematic way of looking at organizational processes. The concepts and tools of OM are widely used in managing other functions of a business. The employees must know how operations work effectively to perform their jobs. The best way one can have a comprehensive understanding of the various aspects of Operations Management is to study a business process involving the production of goods and nothing can serve the purpose better than analyzing the production of garments. With that end in view, the group studied the OM of one of the leading specialist in making clothing and luxuries accessories, Burberry.

Burberry is a specialist in making and shirt (Men's outfitter in the terminology English ) based in the UK that manufactures clothing and luxury accessories. His famous characteristic pattern became one of the most widely imitated claws and infringed. The company has shops and establishments in franchising worldwide. It has established itself as a leading brand in the area of refinement and also launched her line of perfumes . Elizabeth II and Prince Charles both he granted the Royal Recognition in 1955 and 1989 .

In the late 1990s , the house is in crisis. Severely hit by the Asian economic slump, little regarded for his creations, accumulating licenses of all kinds, the sign seems to bottom out in 1997 , its turnover ceiling while only 700 million Euros. About the decline of the brand, GUS revises the direction of the house, appointed the New York Rose of Mary Bravo as CEO .

The new leader then seeks to reinvigorate creative at home, is allocating services Fabien Baron , who worked with Calvin Klein - the photographer Mario Testino, the supermodels Stella Tennant and Kate Moss but especially two renowned designers : Roberto Menichetti then, from 2002 , of Christopher Bailey , .Congratulations then divided by three the number of licenses , restoring their identity to Burberry: it remains for more than 13 fragrances, sunglasses etc.. The gamble has paid off, the turnover of the company rose more than 275 million Euros. These years also mark a successful economic turnaround size: GUS, the majority shareholder of the house for nearly 50 years, retired from the capital of the house, leaving the way open for a listing. The economic and creative, the year 2000 seal the revival of British house.

Yet, this comeback does not mask the identity crisis faced by Burberry in the early 2000s. Luxury house considered somewhat conservative since its inception, Burberry becomes the sign across the Channel of choice for fashionistas unsavoury: the "Chavs". Rap fans proudly wearing of conspicuous claws, these young people took over the cap printed Nova Check the brand and make it a conspicuous sign of belonging. The brand was forced to withdraw the article from the sale and reduce the visibility of his official reason for its products. Also involved in football casual cult (movement of violence in stadiums favouring wearing luxury clothes so as not to be noticed and associated with hooligans) and charged by Peta misuse of fur, the brand becomes little a laughing stock ...